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Some people might be totally fed up with the 24-7 presidential election coverage on cable TV, where the talking heads dissect every move and word by the candidates, and now, even the Super Delegates. Personally, I find it to be a great classroom of sales material.

For example, while watching MSNBC, Fox News, or when I can stomach it, CNN, one thing I've noticed in particular among the guests being interviewed, is regardless of how outrageous their arguments are, people can take positions and express their points so well they almost seem believable.

In this election I certainly have strong feelings one way, but I have to admit, I've seen some persuasive speakers make their points for the other side. (I've seen the opposite extreme as well.)

Which goes to show that the PERSON behind the words makes a huge difference in how the message is interpreted.

I'm probably not going out on too much of a limb here by stating that you probably sell a pretty good product or service. But unless it sells itself, YOU play a major role in how it is perceived when you're on the phone talking about it. The better YOU are, the more you sell.

How profound I am today. Sometimes common sense and the obvious can't be improved upon.

For those of us on the phone, a strong presenter has an advantage. However, some people consider it a disadvantage that our listeners can't see us. In watching the news shows I find myself sometimes getting distracted by the appearance of some of the interviewees, especially if their message and delivery isn't dynamic. It's natural. C'mon, you've probably done something like this".

"What's up with that guy's hair?"

"Why does his one eyebrow move up and not the other?"

"She looks like I did the morning after the office holiday party."

On the phone, it all relies on what they hear. That's why to be your best you need to work on it. Here are some ideas.

====================================GET RID OF THE NONWORDS

I find some people have this nasty habit to a very severe degree. When a listener counts how many times they hear "uh" instead of focusing on the message you know there's a problem. The persuasive speakers, on the other hand, don't use these filler sounds, or at least their use is minimal.

Action Item: Susan Berkley, author of Voice Shaping, suggests that the first step to the cure is identifying the enemy. Record yourself and count how many fillers you use. Once you're aware of your most common non-words, consciously replace them with pauses.

You can also control the nonword habit by getting your spouse or friend or cubicle-neighbor to say "UHHH" or some other code word every time you use a nonword. By the way, this also applies to habits such as "you know," "like," "I mean," and anything else you use way too often. (Susan's Voice Shaping program is the best I've seen in all of my years in this business. See it at http://www.businessbyphone.com/vs.htm. )

==================================ENUNCIATE!

A guest on The O'Reilly Factor mumbled so much I had to turn up the volume and watch his lips so I could try to make out what he said. If I didn't care about what he was saying, I wouldn't have worked so hard. And your listeners might not work that hard for you.

Action Item 2: Practice tongue twisters to articulate clearly. Recite this one now, several times while picking up speed each time: "Frank phoned four pharmaceutical factories feeling fresh and fulfilled."

================================GET UP TO SPEED

The more persuasive of the talking heads during interviews make their talking points quickly and don't mince words. We all can learn from that.

After all, why use 100 words when 50 could make the same point? And don't speak at 33 RPM's when your listeners are at 78. (You won't get that reference if you don't know what record players are.) In the book, "Smart Speaking, " Laurie Schloff and Marcia Yudkin say that when you speak too slowly you could be perceived as boring, tried, or less intelligent than you actually are.

Action Item: Practice getting to your point more quickly. Ask yourself a question you get during calls. Use stopwatch and give yourself 45 seconds to answer. Then cut it to 30, then 20. Tape your response and refine your answer content and delivery.

About Art Sobczak

Art Sobczak, President of Business By Phone Inc., specializes in one area only: working with business-to-business salespeople--both inside and outside--designing and delivering content-rich programs that participants begin showing results from the very next time they get on the phone. Audiences love… more